Muma
Vinda Marketing (M) Sdn Bhd
Libresse
A female’s intimate area, the V-zone, has a deep-rooted stigma in Malaysian society.The “Global V Taboo Tracker”, a survey commissioned by Libresse, was done among 14,000 men and women across 7 markets, including Malaysia, revealed that:50% of Malaysian women will never speak about their V,1 in 3 Malaysians felt sorry for the way their vulva looks, and56% of Malaysian teens would rather get bullied in school than to talk about periods.The lack of conversation and awareness of the V-zone has led to serious social issues like genital mutilation, sexual grooming, period spot checks in schools and undiagnosed endometriosis.As a brand that champions V-zone confidence, Libresse wanted to get Malaysians talking about the V-zone so the age-old taboo can be broken.And through this effort, gain more users by being the brand that makes them feel confident about themselves and their V-zones.
To break a deep-rooted taboo, we looked into the local culture for something that had inspired Malaysian women to be comfortable with their bodies, so that the conversation would resonate with Malaysians.We found that in an iconic piece of Malaysian fashion, the ‘Nyonya Kebaya’. It was created in the 1920s, a period when women dressed to conceal their body. It was semi-transparent, lace- embroidered and has a tighter fit, which accentuated the female silhouette. It defied the conservative fashion which Malaysian women wore, inspiring them to embrace their sexuality. And it’s still a popular fashion piece today.Working with local Kebaya craftswomen, we redesigned the two floral motifs which are unique to the Nyonya Kebaya, the Peony and Chrysanthemum. We had the vulva hand-woven into the heart of each flower.That’s how the Vulva Kebaya was created to inspire Malaysian women to embrace their sexuality once again.
ECD / Art Director: Choo Chee Wee
ECD / Copywriter: Donevan Chew
Art Director: Alex Chan, Kong Wai Yi, Phon Wei Xing, Liew Su Anne
Designer: Lee Hew Hsuan
Business Director: Pang Li Li
Client Management Executive: Calista Rajendran
Production House: Awesome Studio
Executive Producer: Jeffery Yeo
Film Director: Hew Meng Jen, Jay Chiah
Director of Photography: Aaron Chin
Producer: Chung Jia Chyi, Sara-Jane Har
Editor: Marron Ng, Nadhir Asyraf
Music Studio: Nacho Usual Collective
Music Composer: Bo Amir Iqram
Photography Studio: Wizard Photography
Photographer: Allen Dang, Mohd Faiz, Muhammad Syafiq
Digital Imaging: Derrick Gan
Executive Producer: Pooi Yee Leong
Producer: Shirley Ng
Marketing Manager: Deenie Ong (Vinda Marketing (M) Sdn Bhd)
Brand Manager: Cheryl Wang (Vinda Marketing (M) Sdn Bhd)
